A New World: Roblox's Role in Shaping Tomorrow's Fandom 🌎

As the digital landscape evolves, embracing Roblox will become essential for staying relevant and engaging with tomorrow’s audience, as already realised by the likes of Wimbledon and the NFL

Jan 09, 2024

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BIG IDEA

In a world where digital platforms dominate the conversation, Roblox often fails to receive the recognition that it rightfully deserves.

This digital phenomenon, which added over 10 million new daily active users in 2023, has evolved from a fleeting trend into an essential platform for anyone working with intellectual properties (IP), especially in the realm of children's content as 42.3% of these users are under 13 years old.

The transformative growth of the platform, which has continued post-pandemic, has solidified its position as a must-have for brands such as Vans and Gucci, as well as for IP owners like Mattel and Hasbro.

Instead of viewing Roblox as a competitor, forward-thinking executives such as Jo Redfern (Managing Director – Kids, Wind Sun Sky Entertainment) are embracing it as a launchpad to connect with their target audiences alongside the likes of TikTok and YouTube.

Recently, Redfern oversaw the launch of a Roblox experience centred on Wind Sun Sky Entertainment’s new children’s IP, Future Chicken.

Roblox's remarkable journey to having an astounding 70 million daily active users is a testament to its allure.

As Redfern pointed out on the Sports Pundit Podcast, the platform's top experiences can attract billions of visits, making it an enticing prospect for sports and sporting brands to consider, especially those who understand the significance of capturing fandom at an early age.

“Fandom is about forming bonds… [This is important because] kids form those bonds with characters and sports relatively early on, and that stays with them into adulthood… and into a time when they are monetisable.”

So, with that said, why wouldn’t you want to be talking to them?

Roblox is not merely a gaming platform; it's a versatile ecosystem with 40 million unique ‘experiences.’ These experiences transcend conventional gaming and include social hangout spaces, virtual birthday parties, and a plethora of imaginative activities.

Within this vibrant virtual world, there's a treasure trove of experiences, both branded and independently created. These cater to diverse interests, offering everything from immersive experiences like "Barbie's Dreamhouse" to massive multiplayer games like "Adopt Me," reminiscent of Pokémon gameplay.

In addition to these options, players can explore sim games set in bustling cities, navigate challenging obstacle courses, and embark on tycoon adventures to build grand theme parks, opulent mansions, or run their own NFL franchise.

The variety of experiences ensures that there's something for everyone, making Roblox a goldmine for sports and entertainment brands aiming to connect with a broad, young audience (I say broad as it’s important to remember that not all young people are the same).

For these early-mover entertainment brands on Roblox, it’s not just about creating engagement during peak seasons; it's about year-round interaction. The 2003 Christmas movie Elf, for instance, was recently launched as an experience on the platform and will be playable outside of the festive season.

Redfern suggests that this model could also be applied to sports, maintaining engagement between seasons or significant events.

“Wimbledon is one sporting event that launched an experience on Roblox and obviously Wimbledon happens only once a year, but they've got now a persistent experience where you can drop into WimbleWorld and you can do challenges, you can gain badges, and experience the joy of Wimbledon year-round, rather than just waiting for summer each year.”

This aligns with how younger generations consume content. Rather than following sports chronologically, they seek out memorable moments and historic achievements and want to engage on their own terms.

Whether it’s Paramount Pictures splitting the entire Mean Girls movie into 23 three-minute TikTok clips ahead of the launch of the Mean Girls musical, or its Sophie Ellis Bextor’s 'Murder on the Dancefloor' re-entering the charts after being featured in a hit streaming show, there are many recent instances highlighting this changing landscape.

In response, sporting platforms and brands must adapt by packaging content in a wat that resonates with this audience on their preferred platforms and at their convenience (rather than simply thinking that adding more and more live games will increase engagement, a method which is reaching the end of its tether).

Roblox isn't just a gaming platform; it's an ever-expanding universe teeming with possibilities. Its appeal to younger audiences, versatility, and year-round engagement potential make it an invaluable tool for every brand in sport and entertainment to take note of.

As the digital landscape evolves, embracing platforms like Roblox will become essential for staying relevant and effectively engaging with tomorrow’s audience.

For those yet to do so, it's high time to acknowledge Roblox’s pivotal role in shaping both the future of digital engagement (who said the metaverse was dead?) and the future of fandom.

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THE PODCAST

Want to hear more from my conversation with Jo?

We discuss the opportunity for rightsholders on Roblox, YouTubers’ monetisation strategies, the personalisation of content and experiences (thanks to AI), adapting to consumers who are platform agnostic, and much much more.

Listen to the full podcast via the link below - and I’d love to hear what you think!👇

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